 Was Born Surakarta, 5 January 1928

 The daughter of the regent of Brebes

 A princess of royal house of
Surakarta
 Get knowledge from her
grandmother about Javanese history,
formulation of jamus and cosmetics

VISI MUSTIKA RATU

• Menjadikan warisan tradisi keluarga leluhur sebagai
DR. BRA. basis industri perawatan kesehatan/kebugaran dan
Mooryati kecantikan melalui proses modernisasi teknologi
Soedibyo, grand
daughter of Sri berkelanjutan, dan mengandalkan tumbuh-tumbuhan
Susuhunan Paku dari alam sebagai sumber bahan baku utama.
Buwono X, the
King of Keraton MISI MUSTIKA RATU
Surakarta
Hadiningrat. • Falsafah kesehatan / kebugaran dan kecantikan /
penampilan yang telah lama di tinggalkan masyarakat
luas digali kembali oleh putri keraton sebagai royal
hartege untuk dibagikan kepada dunia sebagai karunia
tuhan dalam bentuk ilmu pengetahuan yang harus
dipertahankan dan dilestarikan.
 Brands Of Mustika Ratu

Discover effective rituals for you from a variety of body and beauty
treatment options that we have gathered to exude your charm.
 DOMESTIC OVERSEAS
Vast Archipelago
Fragmented nature
of retail industry,
Small Outlet,
Roadside Stall
Mustika ratu product aimed lower and middle
(product Kenanga) incoming segment and
were sold at Indonesia ubiquitous stalls wet
market and another conventional retail as
well as through the direct sales channel
Brand target to upper income consumers
where generally sold through department
store, for example Biocell product
Increase control of distribution channel
previously managed 3rd party in their most
densely populated and lucrative market
Mustika ratu concentrated on
marketing middle – market
product not only for ethnic
Malay but also to ethnic Chinese
consumer
Mustika ratu putri body flash product was
one of the least crowded segment market and
they come up with product modification by
mustika ratu slimming tea. This product was
chosen to its popularity as well as its ability to
effectively transience nationalism, culture and
market
Focus on Muslim halal standard product made
with animal fat, and that had never been
tested on animal. This strategy to cover the
potential market more than 100 million
moslem customers
• Authentic Heritage of Indonesia
• Made from local plants & herbs
• Competitive Price
• Strong Marketing Strategy
• Strong Leadership OC
• Myriad Media and beauty pageant
• Wide Variety of Products line
• Rebranding without leaving its
authenticity
• Eliminate unlucrative products
• Expand distribution to outlying
rural areas through effective
SCM
• Old Fashioned for Millennial
• Outdated Logo/Packaging
• Unattractive at Social Media
• Specifically formulated for
Indonesian skin (Tropic)
• Laboratory tested Certified
• Fierce competition with new
local/international brands
• Conservative cash
management policies
Value Creation & Delivery of Mustika Ratu
Product Lines
Product Lines
Choosing the value. A Biocell
>$720/Mo
Segment the Market, Select B Royal Heritage UPPER CLASS
target market, develop “offering Moors Collection $240-$720/Mo
C Ratu Mass, Sari Aloe
MIDDLE CLASS
Mustika Puteri, Ananda
D Mustika Ratu $35-$240/Mo

E Kenanga Cosmetics LOWER CLASS

$35/Mo
Providing the value. Stalls
product features, prices, and Open Markets
distribution channels.
Conventional
Full Service
Limited Service
Retail Shops

VALUE Wholesalers Supermarkets

Department
Stores
Communicating the value.
sales force, internet, advertising, and
communication tools
 WAS
Total Assets = Rp. 190M
105 104

NPM = 18%
4 of 10 Cosmetic product line
sold were Mustika Ratu brands
19 19.6

Net Income Net Sales

1996 1997
NOW
Total Assets = Rp. 511M
344
NPM = -0.4% 300

-1.2 -2.2
Net Income Net Sales

2017 2018
• Mustika Ratu could be called as one of value heritage of Indonesia, since their product
especially for cosmetic is the origin product from local traditional herbs
• Strong leadership influence and Marketing strategy acumen of Mustika Ratu brand
success story are can’t be denied.
• Mustika Ratu have wide variety of products to shoot various consumer such Mustika Ratu,
Mustika Putri, Bask, Biocell, Taman Sari Royal Heritage Spa, etc. but still Mustika Ratu and
Putri are cash cow for their income.
• A challenge to enter the international market, with their
products, namely biocell. This product will face international
beauty products that already have their own fanatical
consumers, so need the right marketing strategy and
(maybe) very expensive to penetrate the market
• Value creation of Mustika Ratu Brand is developed through:
 Market Segmentation
Co  Pricing Segmentation
n clu  Strong Distribution Channel
 Myriad use of advertising/promotion media
sio Should Mustika Ratu focus on the domestic
n market or speed up international expansion?
Focus on Domestic Market
Business realignment is required to maximize core competencies. It has
three steps:
1. (re) defining the business concept or “big idea”;
2. (re) shaping the business scope; and
3. (re) positioning the company’s brand identity.
Thank You…

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